South African Tourism unveils landmark What’s Your BIG 5? Campaign

18 April 2013

South African Tourism North America will unveil its ground-breaking campaign, What’s Your BIG 5? on NBC’s hit series, “All-Star Celebrity Apprentice” this Sunday, April 21st at 9/8PM Central. A year in the making, the multi-faceted What’s Your BIG 5? platform aims to increase awareness and travel to South Africa by educating travelers through the spectrum of distinct experiences offered only by this destination, beyond its iconic safari.

Sunday’s episode will bring to life the vibrant culture of South Africa to an astounding six million viewers. In tandem with the airing, viewers can also enter to win two exclusive VIP tickets to the show’s finale via Visit South Africa on Facebook, view a bonus video featuring one of this season’s celebrity contestants, and book an “All-Star Celebrity Apprentice” travel package exclusively on www.southafrica.net.

“South Africa has become a highly sought-after travel destination, breaking tourism records with double-digit growth in the past three years,” said Ms. Sthu Zungu, President of South African Tourism North America. “High-profile partnerships like ‘All-Star Celebrity Apprentice’ are one of the many driving forces catapulting our destination into mainstream consciousness, fueling conversations and travel to South Africa like never before.”

“South Africa is an amazing destination,” said Mr. Donald Trump , executive producer and star of ‘All-Star Celebrity Apprentice.’ “This Sunday’s episode will highlight the magnificence of the country, and I will be going to South Africa soon, it’s one of my favorite places.”

With seven contestants left, watch teams Plan B and Power go head-to-head on this Sunday’s task as they bring South Africa’s rich and diverse travel experiences to millions of homes across the country. Catch a bonus video of one of the All-Stars living the episode’s electrifying task first-hand in South Africa after Sunday’s airing at 11PM EST on www.southafrica.net. Captivated viewers can also learn more about South Africa’s incredible culture, diversity and friendly people on the website, while booking their very own “All-Star Celebrity Apprentice & What’s Your BIG 5?” travel package.

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Additionally, one lucky viewer participating in the show’s launch of “What’s Your BIG 5?” campaign via Visit South Africa on Facebook or @SouthAfrica on Twitter, will win a trip to New York City on May 19th and two VIP tickets for the live finale taping. The winner and a guest will also be invited to rub elbows with Mr. Trump and the All-Star cast and crew at the exclusive finale after-party. Sweepstakes starts on April 21st and ends on April 29th.

The genesis of the What’s Your BIG 5? campaign starts with the proverbial “BIG 5” of South Africa’s safari animals, a familiar term coined for the destination’s wildlife. South African Tourism North America is re-defining “BIG 5” to underscore the broad range of authentic and distinct experiences South Africa has to offer for travelers of all ages, more than safari. The face of the What’s Your BIG 5? story is a loveable giraffe character named Zandi, who is the embodiment of South Africa—vibrant, colorful, warm, and friendly. The campaign officially launches on Sunday with a 360-degree platform including advertising, year-round public relations, trade marketing, and consumer-driven events throughout the year.